Website redesign
AntCrow redesigns existing websites without throwing away what they have earned. We audit first to establish which pages actually bring you traffic and enquiries, map every URL before anything moves, and rebuild around the reasons the current site underperforms rather than simply making it newer.
What is a website redesign?
A website redesign is rebuilding an existing site's design, structure, and often its underlying technology, while preserving the elements that already perform. The critical difference between a good and bad redesign is usually not visual. It is whether existing URLs were mapped and redirected, whether the pages that drove traffic were retained, and whether the underlying problems were diagnosed before the rebuild began. Redesigns that skip these steps routinely lose a substantial share of organic traffic at launch.
The redesign that loses half your traffic
It is a common and entirely avoidable outcome. A business launches a beautiful new site, and organic traffic falls sharply within weeks. The cause is almost always structural: URLs changed without redirects, so every ranking those pages held was discarded. Pages that quietly brought in enquiries were cut because nobody checked the data. Content was shortened for visual reasons, removing the substance that made it rank. None of this is visible in the design review, which is why it survives to launch.
Diagnose before you prescribe
We start by finding out what is actually wrong. Analytics show where people leave. Search Console shows which pages earn impressions and which queries you already nearly win. Speed testing shows whether the problem is patience rather than persuasion. Sometimes the finding is that the design is fine and the content is the failure, which is cheaper to fix and worth knowing before you commission a rebuild.
Migration handled with discipline
Every existing URL gets mapped to its new destination before launch, with permanent redirects in place on day one. Content that performs is carried across rather than paraphrased away. Structured data, metadata, and internal links are rebuilt deliberately. After launch we monitor crawl errors and rankings closely, because the first few weeks are when a migration problem is still cheap to fix.
Fix the reason, not the symptom
A site that fails to convert rarely fails because of its colour palette. It fails because the offer is unclear, the proof is missing, the path to enquiry is buried, or it is too slow on a phone. A redesign is a good opportunity to address those, and a wasted one if it only addresses appearance. We will tell you which of your problems a redesign actually solves.
- Analytics and Search Console audit
- Full content and URL inventory
- Technical and performance diagnosis
- Redirect map covering every existing URL
- Redesign and rebuild
- Content migration and improvement
- Post-launch monitoring and correction
- Before-and-after measurement
- Your site looks dated relative to your competitors
- Traffic arrives but enquiries do not follow
- The site is slow, fragile, or awkward to update
- You have outgrown a template or a DIY build
Website Redesign: questions, answered
It can, and this is the single biggest risk in any redesign. Rankings are lost when URLs change without permanent redirects, when well-performing pages are removed, or when substantive content is cut. Handled properly, with a complete redirect map and performance data guiding what to keep, rankings are preserved and usually improve as speed and structure get better.
Thinking about website redesign?
Tell us what you are trying to achieve. We will tell you honestly whether this is the right thing to spend money on.
Start a project